He drew crowds. One was so large that he had to get into a boat and float away from shore in order to share with them. What drew so many people? Probably many things that go far outside my area of expertise, but a major one was that Jesus was a master storyteller. And the story is the most powerful form of communication.
What made him so effective, and how can you apply those lessons to your church's web site and social media presence? He connected with audiences.
He knew them. He grew up in the land where he taught and was part of the culture.
If you don’t know who you’re writing for, you can't be sure that your content will be on target. Before you type that first word, ask yourself:
He went to where they were. He traveled from town to town, often speaking in locales where people gathered (although there are several occasions where they found him).
Do you know which social media channels your audiences use? You should be there, be active, and engage in conversation rather than simply making announcements.
His stories had familiar settings with familiar characters... shepherds, widows, religious leaders, poor people. The people of Jesus’ Palestine would be very familiar with such folk.
He spoke their language. He didn't use religious jargon, he spoke using everyday terms.
Do your online efforts get mired in church-speak, or do you write using terms and phrases that everyone can understand, regardless of how religious they may be?
He used visuals … a child, a tree, a wineskin. Jesus used things at hand to enhance his message.
Your web site, blog and social media should include images and videos whenever possible, but be sure they’re relevant. And be sure you get permission for any copyrighted material … it'd be embarrassing for a church to violate that seventh commandment!
Per Sujan Patel, VP of Marketing at When I Work, “without question, there has been more than one article you’ve perused just for the pictures — or clicked on because it just seemed to... stand out more than the rest. Good visuals that break up big blocks of text can be the perfect way to keep your audience engaged. If an idea gets complicated or confusing, infographics and simple visual aides can, well, aide you in your explanation all the more.”
He had a defined message, and it was consistent it with his mission, even when his supporters didn't grasp the full meaning.
It's difficult to tell a story when you're looking at nothing but the details... promoting an event, posting a link to an article, thinking about your web site a page at a time or your social media posts one tweet at a time. Details are important, but keep your church's mission in mind. Think in terms of telling your story, of what your church offers, and use the details to support the larger view.
He kept his stories brief. You can read any of his stories out loud, in their entirety, in less than five minutes.
A story doesn’t have to be eternal to be spiritual. If a story can be told in one paragraph, or even a sentence, it’s still a story and can still have an impact.
Once you’ve decided what your content is about, make sure that every paragraph relates back to the central idea or 'story.' If it isn’t helpful supporting your mission, it might be worth throwing out altogether.
If your church doesn’t have a blog, start one. And don't make the mistake to think that you don't have much to blog about.
Tell stories about your members and regular attenders … why do they like your church? What drew them to your church?
Talk about events before they happen, while they are happening, and after they happen. For example, Sunday is Easter... post about preparations this week, and include "sneak peek" pictures or videos. During your Easter service, post pictures of events to social media. Perhaps you could live-tweet the celebration. Then recap the weekend on Monday.
If you run low on topics, find out what questions visitors are asking your members or staff, and answer them in your blog. Promote events in story form, then re-cap them afterwards (with pictures!)
If you use social media (and you should!), post links to articles of interest to your intended audiences. And links to your blog. And your online sermons. And your event registration pages. And to your other social media channels.
A church may have a challenge in building its storytelling skills. You are not likely in a position to go out and hire a writer or a marketer, so you’re limited to your own staff and membership. Find the aspiring marketers, writers and artists. Play your strongest hand, build some skills, and start telling your congregation's story.
Jesus told his.
And you might say it went viral.
Remember the last time you used the Yellow Pages to find a church? Me neither. So it's obvious that you need have a digital welcome mat out for your visitors. Before we get involved in social media options, the starting place is your church's web site.
Maybe your church has never taken advantage of what a presence on the web can offer. Maybe it took a stab at it years ago, but the web geek who took care of everything moved with no one to fill his shoes. Maybe your congregation has something up, but it has been neglected or is out-dated. But now your church is ready to give it a renewed shot. Here are some important things to consider.
Before your church does anything else... if the effort is to have any prayer of success, your congregation’s leadership must stand behind it and make it a priority. Otherwise, getting content for the site and social media channels from members will be no easier than herding those pesky cats, and there will be little or no promotion of the efforts to make the members aware of your site, let alone visitors.
It does take commitment. Commitment to an open-ended project (unless all you are looking for is a simple online billboard). Commitment to promote the channels shamelessly and relentlessly. Commitment from those who accept the responsibility of creating or providing content. I’ll always make the case that the commitment is worth it for both member and potential visitor.
You want your web site to tell a story. A compelling story of the people of your congregation. This can reach two audiences at the same time … your members and your potential visitors. Why? Stories draw people in to your world.
If your story includes upcoming events and news of past events, you have content that will appeal to your members because they will see stories and photos of themselves and their families. In addition, promoting future events and offering online registration for them provides a truly useful tool for your members. When your members grow to trust that the web site will always have the latest information about every upcoming event, it could actually reduce calls to the church office and reduce the amount of information your church must print.
At the same time, that same content provides a window into your congregation, allowing a potential visitor to get an idea of what to expect before stepping past your actual welcome mat, and discover, in advance, features of your congregation that they can connect with or are looking for.
In many cases, members know their congregation by an acronym … ACOC, FMECL, etc. How easy is that for a potential visitor to remember if s/he sees it on your church sign or banner as a web site address? The easier to remember, the better. FirstMethodistSmallville.org, PilotChurch.org, beats fms.org or pc.org. If yours is cryptic, it's time for a new one.
Is the exact name of your church already taken as a ".org" address, or is it incredibly long? Be creative, but don't lose sight of the goal. Maybe NorthClevelandChristianChurchOfTheBrethren is a bit overwhelming. What about NorthClevelandChristian or NorthClevelandChurch?
Another approach is to consider that the perfect name is available if you choose a "top level domain" other than the usual ".org", ".com" and ".net". This fall, you'll be able to choose a “.church”, “.faith” or “.bible” address. So while SpringfieldBaptistChurch.org, .com, .net and the rest are taken, your address could be SpringfieldBaptist.church.
Your site should be the hub of your digital efforts. All your social media channels should ultimately nudge people to your web site. And as I’ve already discussed, keep the content current.
A site in which every page is hand-crafted HTML can be time consuming to update, especially if you have to add features. It's better to use a “content management system”, or CMS. That’s basically what WordPress, Joomla and Drupal are. Using any of these gives you access to professionally-created templates that give you a vast choice of looks, and get you out of the business of writing HTML (or any other web-based coding language). A CMS lets you create content almost as easily as you can write an email, and then creates the actual web page dynamically.
Other benefits include:
Where do you find content? One place to start is with your printed marketing pieces … brochures, pamphlets, welcome kits. Why write from scratch if you have content ready-to-use or easily adaptable? By the way, this could trigger a long-delayed effort for your church to update outdated printed materials.
Answer the basic questions... where you are, when you meet, what your particular faith believes, what your congregation's focus or strength is, etc. Think about what you'd want to know if you were the one looking for a church to visit.
Make sure you capture all the essential information about upcoming events... what, when, where, whom (to contact), how much it may cost, etc. Members may know this, but visitors won't. Along similar lines, avoid using language of insiders... use terms that the general public is familiar with.
Beyond assembling your initial information, It’s also critical to set up the ongoing plan and process to get news and events as they come up.
Don’t use only text to tell your story. I can’t stress this enough. Use pictures. Your bulletin or announcements-on-the-screen asks members to silence their phones, but I’ve never seen one say “don’t take pictures” with phones. You should put an emphasis on pictures of people. A shot of the building is fine for the “where we are” page, but it should not be the focus of the home page. Well, I might make an exception for the Duomo in Milan or Florence, or the Mormon Temple. Maybe.
If at all possible, use pictures of your members, your activities, your church. If you don't have a decent photographer handy, there are stock images. If you find you need to go that route, choose judiciously. They can look very generic, and I doubt you attend a generic church.
One caveat: Don’t get caught in the trap of feeling compelled to use every photo and every video clip from every person. Cull the best and the ones that support your story.
One don't: Don't use clip art. Those are easier to spot than stock photos.
Identify your congregation's leaders with names and photos. When you go somewhere for the first time, it's always good to have a familiar face. It will also make your leaders more approachable by visitors if they recognize your leaders and know their names.
About video... predictions are that video will be the number one consumed content on mobile devices by next year. With smart phones everywhere, everyone is dabbling in making their own videos. Channel those members’ dabblings into documenting your events and special occasions. If you have members who can edit those videos, or even who know production techniques, recruit them to help with your online video content. You can also get stock video and pre-produced video with religious messages. Again, if you need to rely on these, be selective.
Many churches already record their sermons. Put yours on the web, either with an extension/widget/module or a third-party web-based service. Include as much information about it that you can. If your sermon tool lets you add a description, the series, the reference Bible verses, a handout-as-attachment, tags, use as many of these as you can. Not only will it make it easier for a site visitor to decide whether to listen to a given sermon, search engines will catalog this information along with the rest of your site, allowing folks to find your site based on this information as well as your regular pages.
The next step is to organize your site effectively. Stay tuned.